Grow and scale customer acquisition (and retention)

Grow and Scale your Customer Acquisition &

Retention

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Hey, I’m Gary.

- Former Accountant.

- I’m a student of sales & marketing.

- I startups.

Intro

Introduction

WHAT IS YOUR CUSTOMER’S JOURNEY?

Sales Process

WHAT IS INBOUND SALES?

WHAT IS INBOUND MARKETING?

Problem/Solution Discovery

Customer Acquisition

HOW TO TURN LEADS INTO CUSTOMERS

Convert Leads

Close Customers

Attract Visitors

SMARKETINGSALES MARKETING+ =

2.1. 3.COMMONLANGUAGE

SETTING UP THE PROCESS

UTILISING TOOLS

SMARKETING STEPS TO SUCCESS

MIS COMMUNICATION

Companies with strong sales and marketing alignment achieve

annual growth rate20%

Compared to a

for companies with poor alignment

declinein annual revenue4%

DEFINEYOURLIFECYCLE STAGES

Lead

MQL

SQL

Prospect/Visitor

Opportunity

Customer

STEP

1

STEP

2

STEP

4

STEP

3

STEP

5

Calculatethe Marketing Side

DetermineBusinessGrowth

Calculatethe SalesSide

STEP

2

STEP

4

STEP

3

STEP

5

Calculatethe Marketing Side

Calculatethe SalesSide

Set up Marketing SLA Reporting

Set up Sales SLA Reporting

BUILDING SMARKETINGALIGNMENT

=NEW

REVENUE GOAL

AVERAGE SALES PRICE

Determine Business Growth1


# of Customers

NEW CUSTOMERS GOAL

LEAD TO CUSTOMER CLOSE

%

Calculate the Marketing Side2

=LEADS GOAL


Calculate the Sales Side.3

BUILDING SMARKETIN

GALIGNMENT

The number of deals which go through a full sales process.

Top Customer Acquisition Techniques

BUILD AND EXECUTE YOUR SEO STRATEGY

Influencer marketing

2-sided referral bonuses and gamification

USING MARKETING AUTOMATION TO NURTURE POTENTIAL

BUYERS FURTHER DOWN YOUR SALES FUNNEL

101SMARKETING

HACKS

Email Tracking: See who opens and clicks your emails

SALES ACCELERATION TOOL: HUBSPOT SALES

Email Templates: personalise and save time


Sales Content & Reporting: Understand what content is working.


Meetings: No more back and forth with prospects


AUTOMATED PRICING PAGE FOLLOW-UPS

INTERNAL SALES REP NOTIFICATION EMAILS

1

Inbound is about

being human

TAKEAWAYS

2

Alignment through shared

language

3

Metrics ensure we are all kept

accountable

4

Tools & platforms enable all

of this

KEY

Customer Retention

Customer Retention Rate =

((# Customers at End of Period - # Customers

Acquired During Period))

/ # Customers at Start of Period)) X 100

HOW TO CALCULATE YOUR CUSTOMER RETENTION RATE?

WHEN SHOULD I START FOCUSING ON CUSTOMER RETENTION?

TOMS: Begin with a mission.

Starbucks: Empower customers with convenience.

MeUndies: Use gamification and

referral programs.

Customer Retention 101

HIGHLIGHT CASE STUDIES DURING THE SALES PROCESS

SET EXPECTATIONS EARLY AND OFTEN

COMMUNICATE RESULTS ON A REGULAR BASIS

Make memories around your shared successes

Ask for feedback and act on this information

Map out a consistent client experience

Keep a record of communication and any past problems

Build mutually beneficial relationship to increase loyalty

KPI’s to think about

Metric What it means if number increase?

Customer Acquisition Cost (CAC) All sales & marketing costs incurred in the period - divided

by total number of customers earned in the period

Marketing % of Customer Acquisition

Cost (M%-CAC)

Take all marketing costs - divided by all sales & marketing

costs used to compute CAC

Ratio of Customer Lifetime Value to CAC

(LTV:CAC)

To compute LTV, take annual payments from a customer,

adjust for gross margin and divide by cancellation rate or

churn. Then divide LTV:CAC to get ratio

Time to Payback CAC Divide CAC by how much customers pay you each month

Marketing Originated Customer % Take all the new customers you signed in the period and

look at what % of them started with a lead that marketing

generated

Lean Canvas Model